Paris Hilton sparks new fast food craze

It is a trend that started in South Korea 5 years ago and spread to the US in 2007. Since then it has gained significant consumer attention, press coverage and no self-respecting US celebrity would be seen out in public without it! So what is this global food craze? Frozen yogurt!

When YOGO co-founder Nick Jaques saw a picture of Paris Hilton with a frozen yogurt and fruit topping he was intrigued enough to look into it and he uncovered a phenomenon that was sweeping across the US. Together with partner Simon Ogborn he has developed YOGO a gourmet frozen yogurt brand for the UK High Street. Their first store opens on Friday 6th June in Kingston upon Thames.

So what is it about frozen yogurt that has got celebrities demanding it in their dressing rooms and ordinary people setting up on-line fan clubs about it!

What hooked most people into it were the 'fat free' and 'healthy' claims, finally here was a treat that you really could eat without piling on the pounds! However, recent reports coming from the US suggest that some large brands are in fact far from natural or healthy.

YOGO Founder Nick Jacques said "We loved the concept of frozen yogurt but we wanted to do it better over here. We've been inspired by people like Jamie Oliver who has been championing the move towards healthier eating, particularly in children. We wanted to develop a product that really is healthy - and one that would also offer a more ethical experience!"

Together with a supplier who shared their passion, Nick and Simon developed a brand of frozen yogurt that actually delivers on the low fat and healthy claims. YOGO is made from organic yogurt and natural ingredients, is virtually fat-free and is a good source of calcium and live cultures (good bacteria) so very soon you really will be able to enjoy a delicious, seemingly indulgent, treat without feeling guilty or piling on the pounds.

But YOGO is more than just a frozen Yogurt "We could see immediately that the frozen yogurt store could soon replace the coffee shop as the place to be. Offering customers a healthier option to lattes, cakes or ice cream, but still the same 'coffee house' experience ...but without the guilt or calories" says Simon Ogborn.

The cleverly designed YOGO stores will offer three sizes of soft-serve, frozen YOGO yogurt served with a variety of fruit and dry toppings and sauces to eat in - in modern and stylish surroundings - or to take away. They will also offer a range of products to complement their philosophy including organic fair trade teas, smoothies and water.

With other frozen yogurt brands sure to hit the high streets it is YOGO's ethical and ecological philosophy that will set them apart form their competitors. As well as offering a healthy natural product free from artificial flavourings or preservatives, YOGO are committed to offer 100% biodegradable packaging and cutlery, fair trade and organic teas.

Employee uniforms supplied from WRAP approved suppliers (which means that the employees who make the clothes are paid a fair wage and work in appropriate conditions) Even the cleaning products used in-store are environmentally friendly, natural and biodegradable and not tested on animals. The company has also decided to donate 1% of their turnover to chosen charities, making YOGO not only a healthy choice, but an ethical one, meaning that you really can enjoy being good!

YOGO NUTRITIONAL INFORMATION

YOGO fat free frozen Yogurt - nutritional values per 100g

Energy - Kj/Kcal 396.3 / 93.3
Fat 0.06g
Saturated Fat 0.03g
Trans Fat 0.03g
Protein 3.0g
Carbohydrate 20.2g
Sugar 20.1g
Sodium 46.8g

Unlike many frozen yogurt brands, YOGO fat free frozen yogurt is not packed with additives - and only contains 7 ingredients (Compared to leading brands in the US that contain an amazing 23 ingredients).

Yogurt, water, sucrose, dextrose, 2 stabilizers (guar gum and carageenan) and lemon juice concentrate.

Toppings include:

Strawberry, kiwi, raspberry, blueberry, banana, apple, pear, peach, pineapple, grape, mango, honey, granola, chocolate chip, almonds, mixed nuts, chocolate sauce.

To find out more about YOGO visit the store at 8 Apple Market, Kingston upon Thames or visit the website - Yogoswirl.co.uk.